Dima Ayad: Redefining Plus-Size Fashion in the Middle East
Dima Ayad, a renowned figure in the region, has been making waves with her commitment to inclusivity in the fashion industry. Her journey began in public relations and led to the launch of her own PR agency, DAC Communications, where she primarily focuses on hospitality and beauty. However, it is her eponymous fashion label that has gained her widespread recognition.
Dima Ayad’s commitment to size inclusivity sets her apart in the fashion world. Her label offers sizes ranging from XS to 4XL, catering to a wide range of body types. As a curvy woman herself, Ayad launched her fashion line in 2010 after struggling to find clothing options that suited her body. Her recent milestone was becoming the first designer to introduce a size-inclusive brand on the luxury e-commerce platform, Net-A-Porter.
At the most recent Dubai Fashion Week, Dima Ayad made a powerful statement by opening her show with a video presentation featuring symbols of peace and humanity. Her collection features pieces for women of all sizes, with a focus on body inclusivity. The vibrant and bold designs are meant to make a statement and empower the wearer.
Her commitment to size inclusivity has caught the attention of Italian plus-size label Marina Rinaldi, leading to a collaboration that will bring her collection to the brand’s store in Dubai Mall and selected stores worldwide.
In an interview, Dima Ayad expressed her views on the body positivity conversation, emphasizing that it is barely discussed or tapped into in the Arab world. She also spoke out against the concept of ‘fat tax’, expressing her dismay at what it represents. Ayad believes that the fashion industry needs to move past tokenism and embrace true body inclusion.
The collaboration with Marina Rinaldi has allowed Ayad to create a collection of timeless pieces, including suits, kaftans, and pleated designs, all catered to women of diverse body types. Her vision for her label is to continue expanding and reaching a wider audience, with the goal of being available in concessions in department stores worldwide.
As an Arab designer, Dima Ayad is dedicated to redefining contemporary wear and bringing more attention to this category in the Middle East. Her ultimate goal is to dress as many diverse body types as possible and continue making strides in the fashion industry.
Dima Ayad’s journey is a testament to the power of size inclusivity in the fashion world. Her commitment to embracing all body types and advocating for true body inclusion has set her apart as a trailblazer in the industry.
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